Marketing Research Essentials

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Product Details

Author Name:
McDaniel, Carl

Binding:
Paperback

Book Condition:
Good

Edition 7

Publisher U.S.A. Wiley 2009

ISBN Number
0470169702 / 9780470169704

Seller ID
083440

Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, "Marketing Research Essentials" is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.